The Blair Witch Project : a marketing case study

Silver, Jon (1999) The Blair Witch Project : a marketing case study. (Unpublished)


The Blair Witch Project was a low budget movie made by student filmmakers that become an international box office hit in 1999. Blair Witch was a landmark in movie marketing and distribution because it was the first time that any movie had successfully leveraged the Internet as a marketing platform to reach a wide audience. The marketing team employed a range of innovative strategies and tactics to stimulate audience demand. This case study describes and analyses the success of the marketing launch of The Blair Witch Project.It also provides an Instructors booklet comprising seven questions and answers related to the marketing success of the movie.

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ID Code: 41191
Item Type: Other
Refereed: No
Keywords: Blair Witch, movie marketing , movie distribution, film marketing, film distribution, marketing strategy, online marketing, consumer involvement
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Management (incl. Strategy and Customer Relations) (150503)
Australian and New Zealand Standard Research Classification > STUDIES IN CREATIVE ARTS AND WRITING (190000) > FILM TELEVISION AND DIGITAL MEDIA (190200)
Divisions: Current > QUT Faculties and Divisions > Creative Industries Faculty
Copyright Owner: Copyright 1999 Jon Silver
Deposited On: 10 Apr 2011 21:33
Last Modified: 17 Apr 2011 03:06

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